17 Mar Bounce Rate a Sign of Engagement
You’ve probably heard the phrase before, but do you really understand what a “bounce rate” is? This is an important piece of any analytics report and is crucial to understand so that you can lower it as much as possible.
What’s in a Metric?
“Bounce rate is a metric that measures the percentage of people who land on your website, and do completely nothing on the page they entered.” That is, if you click a link from Google and immediately see that it isn’t what you’re looking for, you might hit the back button right away to try again elsewhere. This negatively impacts the bounce rate of that site, increasing it in that website’s analytics. It’s a fairly easy concept to grasp, but it’s more complicated to understand it in a more in-depth way.
Take a look at your bounce rate. We typically judge a rate of less than 80% to be acceptable. If you’re above that percentage, then don’t worry! There are certainly ways that you can reduce it. It starts with a look into the reasons for which your site has a very high bounce rate, some of which could be:
- “The quality of the page is low. There’s nothing inviting to engage with.
- Your audience doesn’t match the purpose of the page, as they won’t engage with your page.
- Visitors have found the information that they were looking for.”
So, with that in mind, you can begin to combat the issue or issues that are bumping that number way up. If the issue is in quality, then you need to make sure to begin to strategize as to how to make the home page, at least, more engaging. The logical next question, then, is “make it more engaging for whom?” If you aren’t sure of your target audience, this is likely the largest contributor to your high bounce rate. After all, if you don’t know what they want, then you’re not likely providing it.
Bounce Rate Not the End-All, Be-All
To be honest, a high bounce rate is not necessarily bad. It all depends on your site goals. After all, “when they’ve only visited that page to read the post, then it isn’t surprising that they close the tab after they’re done reading.” That is, if your information is located on the homepage and they can find it just by reaching that page, then it makes sense that they would stop browsing afterward. This may be the case if you have a more informative site with a blog and not much else.
However, most people have a goal of engagement, in which case this higher number would be detrimental. If you want them to enter their e-mail address in a box that will sign them up for your coupon club, then their coming to the site and leaving immediately would be a very bad thing. There are steps that should then be taken on that page to make it more clear what they’re there to do. For example, a big call to action inviting them to put in their e-mail address in order to receive discounts is a good start.
If some of your other pages have lower rates, then you can compare the two and see what you’re doing differently. Try to incorporate some of the features of the more successful page into the homepage (or other pages with high bounce rates) and see what the results are. You may be surprised to see which moves work and which don’t.
Bounce rate is both a simpler and more complicated subject than most people think. Its concept isn’t terribly convoluted, but figuring out which things on your page are problematic and then determining how to fix them can get tough. To learn more about bounce rates, how to lower them, and how to figure out better engagement strategies for the future, get in touch with Eyler Creative. We will work with you to develop and execute a marketing strategy tailored specifically to your business’s needs.
We are a digital creative agency in Baltimore, Maryland with an excellent team of marketing managers, creative designers, developers and programmers all working together with one common mission – to deliver the absolute best client experience and solutions to reach your goals. We’d love to work with you on your next project.